Android original co-founder Andy Rubin is working on a smartphone company of his own, says a report. According to The Information (Subscription read only) Rubin has been hiring people for the new venture which maybe financed via the Playground Fund, that he recently founded.

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Playground Fund is a start-up incubator that has so far raised $300 million. Rubin was initially leading the Robotics division at Google but quit in March 2014. Rubin had been the head of Android till 2013, after which Sundar Pichai took over as Android and Chrome head.

According to the Information report, Rubin’s smartphone company will “try to take advantage of industry trends, which have made easier to produce and launch new brands in recent years.”

Andy Rubin, the Android co-founder, could launch his own smartphone company.

It remains to be seen what kind of smartphones Andy Rubin’s company eventually goes for. The budget and mid-budget segment has seen a massive growth in the last couple of years, with companies across the board launching phones in the price-range. On the premium side, Apple and Samsung’s top few phones are the ones that continue to dominate.

Rubin is not the only former exec of a top firm to launch a smartphone brand. Apple’s former head John Sculley introduced his own smartphone brand with the Obi Worldphone. Obi Worldphone’s flagship called SF1 was launched in India recently.